A key challenge for all marketers is to determine the motivation that steers buyers in a certain direction. There are countless books and articles that cover this. How does this effect the use of promotional products? Keep reading to learn more about emotional marketing and promotional products.
When I was at University (yes I can still remember that far back), my marketing lecturer referred to this as the “buyers black box”. The set of principles and influences that we have each garnered over the years that now play a role in the decisions we make. This extends to the purchases we make. How do we choose who to buy from? What kind of packaging appeals to us? What brand do we want to associate ourselves with? Many of the internal influences we have are completely subconscious also, making it even harder for marketers to determine how best to sell their products and services.
“Our brains process 11,000,000 bits of sensory information every second. But our conscious minds can only handle about 40 bits per second. That’s a selection ratio of 0.000004%. What happens to those other 10,999,960 bits of information? We process them subconsciously”. Source – http://www.iconinternational.com.au/
As buyers we respond to both emotional and physical stimontserrat. We want products, services and brands to appeal to us on multiple levels before we make decisions. A modern marketer needs to understand this to best approach their marketing mix. In previous articles we have discussed the role promotional products play in the marketing mix. It is crucial to a) get the attention of the buyer, b) ensure that you have created a positive/relevant experience and then c) make sure that the experience lasts, or is remembered for when it is time to make a purchase.
An oldie but a goodie
It is an oldie but a goodie – “don’t sell the features, sell the benefits”. An addition to that should be, “don’t just sell the physical benefits, sell the emotional benefits”. How does a product or brand make someone feel? Yes a branded water bottle may be made of strong BPA-free plastic (feature) and it may keep you hydrated (benefit) but the real reason it might appeal to someone is that it makes them feel active and healthy (emotional benefit). And THAT is where your brand will be associated if you use custom printed water bottles as promotional products.
Promotional Products
So what does this mean for the marketer looking to use promotional products to increase awareness and improve brand recognition?
The key take from all this is to really analyse what you are trying to achieve with your use of promotional products. Who are you trying to reach and how is your chosen product, or selection of promotional products, going to achieve that? Are you appealing to a functional or emotional black box, and which will achieve the greatest impact?
The best strategy here is to consult with your marketing team, but also to liaise with a solution-driven promotional products company like AAC. By focusing on the end-result, and not just the product, you will achieve a greater ROI no matter what your goals are. Contact AAC today to discuss your requirements – 1300 797 478 or email us.
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